Antennae Issue41


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Antennae Issue41

  2. 2. CONTENTS 26 FOCUS 08 Changing Tastes 28 Changing cultures and lifestyles are altering our diets FEATURES MORNING 14 Wake Up and Smell the Coffee Shifting consumer tastes are slowly ROUTINE changing the morning coffee 20 Transition Time How are consumer brands reacting 34 to the changing habits of commuters? This issue delves into our morning 26 The Changing Commute routines, exploring how these are The morning commute of the future changing with new innovations that could look very different from now meet us the second we wake up and 34 Morning Snacking help us get ready for our day. Is breakfast becoming a thing of the past? 36 SPOTLIGHTS 06 Marmite Cereal Bar 12 Nairn’s Cereals 24 Magimix See-Through-Toaster 32 The Cappuccino Coffee Stick 38 Graze 40 Kellogg’s 42 Lillipops Iced Soothies No.41 2|3 ANTENNAE
  3. 3. Consumers’ shifting tastes and needs are offering brands new opportunities. We are witnessing an increased variety of offerings on the market that suit increasingly specific needs and wants No.41 4|5 ANTENNAE
  4. 4. Marmite Cereal Bar The world’s first savoury cereal bar was introduced late last year by the spread brand, Unilever’s Marmite, offering a rival to sugar filled alternatives. The bars are rich in B-vitamins, high in fibre, and low in calories. As part of the launch of these new products that offer an interesting brand extension, Marmite developed a number of advertisements to grab the attention of consumers, which poked fun at their own creativity by presenting controversial product ideas that would have represented even further brand stretches. These ads contained Marmite branded products such as a shower gel, a perfume or a fabric softener. As part of the campaign Marmite gave away spoof toothpaste, which inside actually included a sample of the cereal bar, along with two discount coupons – one for a Marmite cereal bar and the other for a tube of toothpaste. Consumers could choose which coupon to use depending on whether they love or hate the product. Not only did Marmite’s advertising stand out but so does its packaging on the counter – clad in its chic black wrapping it is very different from anything else. The packs engage consumers in dialogue, with the area usually reserved for the brand or product titles, dressed in statements such as “Hate mornings?” and “Hate to be late?” Such product development and marketing is very disruptive, but is required to make an impact in a highly developed market place, where Kellogg’s are the dominant brand – they currently occupy 75% of the UK cereal bar market. No.41 6|7 ANTENNAE
  5. 5. Changing Left: Cafe Lahore’s menu tastes ChANGING CUlTURES ANd lIfESTylES ARE AlTERING OUR dIETS During the economic difficulties of the past few years consumers have moved away from buying breakfast from coffee shops or sandwich outlets on the way to work, opting instead for eating cereals at home or at the office. 87% of adults in the UK eat cold breakfast cereal on a daily basis. In addition, for 6% of adults in the UK, cereal is more than purely a breakfast staple – it is a easy, quick, cheap, and nutritious meal substitute that is a regular and core food choice. Less than 1% of the British population now starts their The traditional breakfast is day with the traditional ‘English breakfast’, compared to fifty years ago when it was more than half of us (The Times). changing, not only in England Due to a lack of time, cooking breakfast is an inconvenience, and as such is seen as a treat that consumers enjoy at but also around the world, as weekends or more likely whilst on holiday. migration of cultures is affecting New research from Mintel reveals British consumers are the conventional foods that have spending £28 each on breakfast per year – a total of £1.8 billion, and this is estimated to rise to £2.2 billion by 2014. been eaten in each region The traditional breakfast is changing, not only in England but also around the world, as migration of cultures is affecting the conventional foods that have been eaten in each region. As cultures merge our tastes are shifting – children are six No.41 8|9 ANTENNAE
  6. 6. 87% of adults in the UK eat cold breakfast cereal on a daily basis Less than 1% of the British population now starts their day with the traditional ‘English breakfast’ (The Times) As cultures continue to merge, British consumers are spending £28 different regions become increasingly each on breakfast per year – a total of £1.8 billion, and this is estimated to rise to influenced by different customs and £2.2 billion by 2014 (Mintel) traditions, and as our lives become increasingly fast paced we can expect The bakery and cereals market in Asia- Pacific is growing by 6.4% the popularity of quick, convenient annually, and is predicted to reach and healthy foods to grow $68.6bn by 2013 (Datamonitor) However, breakfast cereals make up only 4.9% of that with sales excepted to achieve $2.8bn this year. But the appeal of convenience as well as the demand for healthy alternatives is expected to drive sales in the category to a predicted value of $3.3bn by 2013 (Datamonitor) The cakes and pastries category was valued at $24.4bn in 2008, and is predicted to grow to $35.sbn in 2013 (Datamonitor) times more likely than their parents to be mixed race, In addition, retail channels in Asia are becoming increasingly according to the Equality and Human Rights Commission, sophisticated, presenting more opportunities for brands to and this shift is creating a new culture – a new audience have product availability and visibility, expanding into large In addition, growth in cookies and for food brands. The mix of tastes that consumers are and lucrative untapped markets. crackers segments is also expected to brought up on in their own homes, and have access to in supermarkets, cafes, and restaurants is resulting in a desire Furthermore, Asians living in urban areas are leading fast- grow – at a rate of 4.9%, reaching a for new flavors and varieties that have not been seen before. paced lifestyles, leaving little or no time for proper meals. value of $9.53bn in 2013 (Datamonitor) Consumers’ snacking habits are changing as they eat less As an example of this is Café Lahore in Bradford, which during a meal, and more small meals a day. Consequently offers a choice for breakfast including a milkshake to sales of cakes and pastries are booming, offering a quick Whilst Britain spends much on breakfast start, a chicken karaki with keema nan, and a bowl of jam snack alternative to a full meal. Top: cereals, France spends just £7 per roly poly and custard to finish, taking influences from the owner’s background as an Asian, an Englishman, and a As cultures continue to merge, different regions become Cultures are increasingly merging, as more families head on cereal and Spain, Italy and have mixed heritage Germany spend only £5 each (FDIN) Yorkshireman. Here they celebrate the “new Englishness”. increasingly influenced by different customs and traditions, and as our lives become increasingly fast paced we can Bottom: The East is increasingly Whilst in Asia increased urbanisation, rising levels of expect the popularity of quick, convenient and healthy foods influenced by Western tastes disposable incomes, exposure to western culture and cuisines, including dieting habits, are combining to shift to grow. In addition, brands will have to develop new flavor options that meet changing tastes of the new generation. 10% of under-16s in Britian live in a family with mixed black or Asian the foods that are typically eaten. heritage (EHRC) Consumers are increasingly demanding options that are not only healthy but also quick and easier to consumer when pressed for time, and as a result of these factors they have witnessed growth in the cereals market. No.41 10 | 11 ANTENNAE
  7. 7. nairn’s Cereals Scottish oakcake and biscuit maker Nairn’s have made their first foray into breakfast cereals with a new gluten-free range. All of the oats in the cereal are harvested and milled at a gluten- free mill in Sweden, offering an alternative to traditional cereals. Previously coeliacs have been restricted in what they can eat, with the quality of gluten-free products on offer quite low. Nairn’s research highlighted the frustration among coeliacs and allergy aware consumers who felt they were often having to compromise on taste and enjoyment. In addition to being gluten-free the cereals are also wheat- free, dairy-free and the recipe contains no nuts. The design of the packs are true to the brand look and feel, and incorporate imagery that conveys the natural goodness in a simple and elegant way. In addition the packs reflect the wholesome taste and enjoyment that’s central to the product, separating it from it’s competitors in the ‘free-from’ aisle. Around twenty percent of the population believe that they are allergic to certain foods. As more of the population get diagnosed with allergies we can expect to see more food brands developing specific products aimed at this growing market. No.41 12 | 13 ANTENNAE
  8. 8. Left: Consumers are demanding more authenticity from cafés, such as ‘single origin’ brew Wake up and Below: Costa has seen strong sales due to its policy sMell the Coffee of giving consumers variation and choice ShIfTING CONSUMER TASTES ARE SlOwly ChANGING ThE MORNING COffEE Around the world, people wake up and drink coffee as part of their morning routine. From the small, local coffee shops of Milan, to the Starbucks of LA, coffee is part of our culture, and synonymous with the morning start. However, the traditional formats of the beverage are shifting as years, as consumers trade up from jars of instant coffee to consumers change their daily habit due more expensive and luxurious options, such as Nespresso. to greater awareness of authenticity and The trend is set to continue, with a further growth of 25% by a need to save money. In a market worth 2014 expected – driving the value of the market in the UK to over £976 million (The Guardian). The major factor in this over $70 billion globally, any change in shift from getting café coffee to in-home coffee has been consumer habits can provide brands with the changing economic conditions over the last few years, large and profitable opportunities. which have pushed consumers towards an in-home solution and a trade up. This trade up has drawn consumers to want One of the most successful developments in the coffee a luxurious experience at home, with the feeling that they’re market in the last few years has been the coffee capsule still getting the authentic café experience. machine – such as the Nespresso machine from Nestle. The brand reported that the business grew 22% globally in However, there are variations on this across the world. the last year, showing a massive uptake by consumers for a Despite the global instant coffee market being worth almost more premium coffee offering at home. The success of the $18 billion, the value of the US market is only $700 million, device is partly down to its ease of use – the ‘plug and play’ with Americans preferring to drink filter or brewed coffee. Trading-up for them will be a different route and with the format finding traction in a number of consumer markets, such as home cleaning. The ability for the product and the UK, with many wanting a more authentic or refined taste The in-home coffee market in to their morning coffee. This is also true in Australia, where brand to make consumers feel special is also a major factor for the strong uptake – the company calls its consumers consumers are becoming more educated and aware of the the UK has grown by 17% in “club members” and only retails its products at high-end stores and online. In the UK, the Nespresso business types and variations of coffee beans, treating them in the same way as wine is. Consumers now have an increasing value during the last five years, has grown by over 35% during the previous year with its products only being retailed in Harrods and Selfridges, appreciation for the specific farm and plantation where the coffee bean comes from, giving rise to the ‘single origin’ as consumers trade up from enhancing its upmarket image. brew. This is an unsurprising development, with the trend for authenticity and provenance in the food market jars of instant coffee to more The growth in uptake of Nespresso is symptomatic of a continuing to grow due to consumer demand. expensive and luxurious options, growing trend for consumers to make their coffee at home, instead of going down to a café. The in-home coffee market The increase in consumer awareness and appreciation such as Nespresso in the UK has grown by 17% in value during the last five of coffee has also changed some perceptions as to how No.41 14 | 15 ANTENNAE
  9. 9. Far left: Siphon brewed coffee is finding traction among consumers who have developed a more refined and educated taste The coffee market is a constantly Left: Nespresso has seen an evolving market, with consumer increase in sales due to consumers wanting to ‘trade-up’ their coffee tastes shifting to more specialized experience at home tastes and brewing techniques, as well as a move to trade up their coffee at home and cut back on going to big brand cafés for the morning commute coffee should be made, with more obscure methods or in the office. The Costa brand has increased UK sales in international markets. Housed in packaging aligned replacing the traditional Italian coffee machines in by over 35% through providing a diverse range of new with traditional, disposable coffee cups, the range is Melbourne, Australia. With the increasing prevalence of flavors, generating £203 million this year. An example of the found in the chilled cabinets of most major supermarkets single brew coffee, brewing methods that are better at variety includes the Flat White, made with a small amount of in an attempt to capture the consumers who will go in to extracting the subtle flavors of these beans have gained heated, but not frothed, milk blended into three small shots grab their breakfast for work, appealing to the desire for popularity in coffee shops. The siphon technique has of espresso – giving the drink a “velvety, smooth texture”. accessible on-the-go indulgence. become particularly popular, and despite the expertise The drink was released in the UK after a strong uptake in needed for such a complicated process, it has found New Zealand and Australia, showing that a willingness to The coffee market is a constantly evolving market, with considerable traction among consumers who not only keep an eye on global trends is key to bringing new and consumer tastes shifting to more specialized tastes and appreciate its excellent results but also the theatrical disruptive products to market. brewing techniques, as well as a move to trade up their nature of the act. The growing market for connoisseur coffee at home and cut back on going to big brand cafés for coffee has led many coffee houses to move away from Starbucks has reacted to this increased competition the morning commute. Coffee will always be synonymous mass brands or flavors, and shift to providing a unique from smaller, more contemporary coffee shops with a with the morning routine, but its format will change. We experience for the consumer – from how the beans are two fold strategy. The coffee brand has started to move could soon see big coffee retail brands moving into the ground, to what cup is used. This is generally sold at a the interior design of its shops to something more stylized, readymade market, aiming to recapture the consumers that premium to consumers, justified by the specialty of the organic and cultured. Last year Starbucks redesigned no longer go into their shops for their morning caffeine buzz. equipment, the coffee and the experience provided. twelve stores across the globe to reflect this change in We should also expect consumers to increasingly want to ethos, using recycled and reclaimed material and creating diversify their tastes with single brew coffees and become Coffee brands, such as Starbucks and Costa, can’t compete a more ‘local’ feel to the interior, moving the brand away more aware of its flavors and provenance. Brands that react with these small, innovative coffee shops for quality or from its mass-produced look. It is thought that if this proves to these shifts in taste and preference will be quick experience and are therefore looking at other ways to get to be a successful strategy then the process could be to capture an emerging market, and those that keep an footfall. By providing a broad variety of products and flavors rolled out across a majority of the stores across the globe. eye on global consumer trends will be able to introduce many of the brands are hoping to catch the commuter The other innovation launched by Starbucks has been the disruptive products to new markets more easily. market, tempting them away from coffee made at home Discoveries chilled coffee range, which has been released No.41 16 | 17 ANTENNAE
  10. 10. New technologies are allowing brands to connect with consumers in more ways - developing new solutions that can solve basic problems as well as creating new markets and needs No.41 18 | 19 ANTENNAE
  11. 11. transition Left: The traditional morning paper is facing competition from online formats tiMe hOw ARE CONSUMER bRANdS REACTING TO ThE ChANGING hAbITS Of COMMUTERS? The daily commute to work is increasingly becoming an important part of the morning routine – the growing prevalence of smartphones and wireless This desire to be more productive on our train and tube journeys has increased as the means in which Recent studies technology is allowing us to to do those tasks have become more available to us. The growth in smartphones and wireless technology have shown that become more productive while has allowed consumers to stay in contact with the office without being there. Sending emails no longer many people on the move. The average UK commuter spends 139 hours a year has to wait until laptops are plugged in – consumers can send and receive data on a variety of devices, see the morning commuting to and from work and digest it and respond, while still on the move. commute as a brands that make it more possible for us to make good use of this Consumer brands have reacted to the increased “transition time” time will find traction among a need for portability with products and services that allow people to be more productive while on the from the home to large consumer group. move. The latest example is the Apple iPad, which is set to not only change the way we connect to work – a period Recent studies have shown that many people see people on the move, but also in how we digest information. Part of the daily commute is the of time in which the morning commute as a “transition time” from the home to work – a period of time in which the purchase of a newspaper to read on the way to work – with smartphones, and now the iPad, consumers the mindset and mindset and attitude is changed to suit the office. A large proportion of commuters across Europe use are able to gather all the latest news and sport from attitude is changed online sites, reducing the need for a paper copy. the train as the main means of getting to work and this gives them an opportunity to do a number of The loss in visual quality from using a smartphone to suit the office tasks that would otherwise be done at the office, compared to newspapers will be vastly reduced with or at home, thus making the “transition period” the introduction of the iPad and its 9.9inch screen. a productive one too. With commuters being a vital consumer sector for advertising and media companies, a change No.41 20 | 21 ANTENNAE
  12. 12. Right and far right The increase in tablets and smartphones has made accessing information while mobile far easier than before. with commuters being a vital consumer sector for advertising and media companies, a change in the way they gather information will be of huge significance to them in the way they gather information will be of huge The average British commuter spends an hour Media companies will have to plan for a future significance to them. It is important that media and travelling a day, to and from the office. This where information is no longer picked up in the advertising firms look to new product release like provides a unique opportunity for consumer brands paper by commuters, but through online portals. the iPad, and develop suitable strategies to reach to develop services and products that make this Forward thinking media companies, such as the future consumers. time more productive and enjoyable – commuters Guardian, have created apps that generate have nowhere else to look or things to do while income and have moved the brand into the With the increase in the capabilities of mobile on a train. It provides the perfect opportunity for new-media area. We should expect other media technology, commuters have not only changed brands to capture their attention and draw them companies to follow suit, and move their product how they perform traditional activities like reading into their values. We should expect consumers to into formats that are more in tune with the new the paper, but what tasks they complete while on continue to demand the ability to make any spare generation of connected commuters. the train or tube. Consumers are increasingly using time a productive time, particularly as part of their their journey time to the office to read electronic morning routine. documents and edit them, to use social networking or to watch videos. This in turn will influence not only the hardware that is designed for mobile usage, but also the media platforms. No.41 22 | 23 ANTENNAE
  13. 13. Magimix see-through-toaster The technology of toast making has hardly changed in the last hundred years – the Magimix toaster could soon change that. The transparent windows and hidden quartz rods allow you to see how brown your morning breakfast toast has got, rather than relying on the standard timing system. However, the premium price of £160 could deter many consumers from giving up on the traditional toaster. As consumers continue to see the kitchen as the hub of the home, we should expect appliance brands to invest heavily in design and technology innovations within this area, hoping to catch a share of an ever growing and lucrative market. 24 | 25
  14. 14. the Changing CoMMute ThE MORNING COMMUTE Of The way in which ThE fUTURE COUld lOOk cities expand vERy dIffERENT fROM NOw outwards means that although the major employment areas never really move out of the centre of town, residential areas continue to be built further away The morning commute has changed considerably for the populations of many countries across the world in the last 50 of getting from the suburbs and into years, in terms of the distance the centre of major cities like Tokyo. Above and right High speed rail and the means of travel. The importance of a high-speed rail network, networks provide ways of getting commuters from and the economic benefits it can give a city, has the suburbs and For example, Britons spend as much time prompted California to explore the possibility into the city, quickly and efficiently. commuting a day as they did 30 years ago but of deploying a network across the state, linking the distance has increased by over 50%. With the major cities. A recent report on the plans major cities across the world expanding in size to construct a high-speed network in California as their populations increase, getting to work in claims that over 55,000 new jobs would be the morning will require some new and innovative created, generating over $7.6 billion in new forms of transportation. business for LA. The planned finish for 2035 would provide the drive for high-density, mixed The way in which cities expand outwards means use development projects, which is actively that although the major employment areas encouraged in California under the states global never really move out of the centre of town, warming laws. The introduction a high-speed rail residential areas continue to be built further network would also mean commuters from out away. This results in the need for faster, more in the suburbs would be able to get to the centre efficient transport links and an infrastructure that of LA quicker and without the use of a car – an can provide an increased capacity. Trains are a important thing in a state that is committed to commonly used form of transport for a majority reducing its carbon emissions. Similar plans of the world’s major cities – and the bullet train are being drawn up in the UK for a high-speed has become the most efficient, and fast, form connection between Birmingham and London, of this. The bullet train, or high-speed rail, has which is hoped will not only aid commuters, but become the poster child for quick and efficient also relieve the pressure on the housing market travel. This year’s World Cup in South Africa had around the capital. them built for the tournament, with the hope that they will provide the foundations for a stronger Commuters in London will soon have a more infrastructure and economy in the country. efficient and sustainable mode of transport Bullet trains are already used throughout Japan, around the city in the form of the new providing millions of morning commuters a way Routemaster bus. No.41 26 | 27 ANTENNAE
  15. 15. Right The new London Routemaster bus is more fuel efficient and comfortable than its predecessor featuring the latest emission reduction technology, the new Routemaster will be 40% more efficient than a conventional diesel double-decker bus After the original model was retired a few years which is said to of revolutionized commuting in that begin in the outer boroughs of the capital ago, plans for an updated, modern version the Canadian city. The bixi scheme had over a and go through to the centre. It is hoped that were made. Although still using a number of one million users last year, and has considerably by providing commuters with a safer, dedicated design cues from the original Routemaster, the reduced the congestion in the city. For the cycle route into London, they’ll be more likely to new design is sleek and contemporary, as well London initiative, over 40 modifications have want to journey in every morning on their bikes. as being highly energy efficient. Featuring the been made to the standard bike in order to make latest emission reduction technology, the new it more vandal proof and durable, such as making The morning commuting is going through a Routemaster will be 40% more efficient than the bikes heavier and encasing all the cables in radical change the world over, as major cities a conventional diesel double-decker bus. The the alloy frame. continue to grow in size, forcing the population updated model is expected to enter service in to live further from where they work. The pressure 2012, in time for the Olympic games, at a cost of Users of the system, will pay £3 for an electronic of providing a strong and efficient infrastructure £7.8 million for the first five buses. Buses made tag that releases the bike, which has an “access that is also environmentally sustainable will be after this will cost in the region of £300,000 – it is charge” of £1 for a day. The bike can then be one that is felt by many of the worlds major hoped that these high costs will be recouped by used for free for 30 minutes – after that, the cities in the next few decades. Looking at the an increased use by commuters, who will prefer charges rise to £1 for an hour, £6 for two hours successful initiatives of other large cities, such the comfort and cost of using these new buses and £50 for a 24-hour period. It is hoped that as Tokyo, will give us an insight into what the compared to getting to work by car. the £140 million bike hire scheme will encourage morning commute of the future could look like. a cycling revolution in London, with over 6000 However, the fastest growing commuter system bikes used and 400 stations constructed for it. in London is cycling, with the number of It’s expected to encourage an extra 40,000 bike commuters cycling into the capital growing by journeys in the capital per day. 14% in two years. To encourage this further, the city government has introduced two new The superhighway project is another initiative initiatives for the capital – a bike hire system and in London that has been created to encourage the Cycling Superhighway project. The bike hire commuters to cycle into work. The project initiative is based on the bixi scheme in Montreal, involves the creation of 12 cycle ‘superhighways’ No.41 28 | 29 ANTENNAE
  16. 16. More of us live on-the-go lifestyles, resulting in the need for brands to develop solutions that are simple, convenient, and easy - fitting in with our complex lives No.41 30 | 31 ANTENNAE
  17. 17. the Cappuccino Coffee stick Designed by Heo Jeong Im, the ‘Cappuccino Coffee Stick’ gives consumers the ability to make their morning beverage in a highly portable format. All you need to make your coffee is hot water to stir the stick in – instantly providing you with your favorite flavor. Designed to be produced in a variety of flavors, this concept could soon be picked up by a major consumer brand that wants to challenge consumer perceptions of instant coffee, making it more of a premium offering. With the US instant coffee market only valued at $700 million compared to $17.7 billion globally, a premium offering could stir up interest in American consumers and move the format away from its current perception as being value. No.41 32 | 33 ANTENNAE
  18. 18. Morning Left: Moma’s choice of breakfast foods snaCking IS bREAkfAST bECOMING A ThING Of ThE pAST? The age-old maxim ‘eat breakfast like a king, lunch like a prince and dinner like a pauper’ is going unheeded in modern society. These days people don’t always have the opportunity to sit down to a bowl of cereal – 14 and 15 year-olds start the day on an empty without feeling guilty about it. Consumers are stomach. In addition 22% miss lunch, and 10% increasingly seeking healthier snacks without recent research shows that one in five people are too busy to eat breakfast before they leave eat just one meal each day. having to compromise on taste, fulfilling both Consumers increasingly home in the morning (FDIN). Whilst the children’s market represents a huge their rational and emotional snacking needs. As a result consumers are demanding smaller seek foods that meet More significantly, cultures are changing as opportunity to develop healthy offerings with a number of schools now banning unhealthy products as they pick up food on the way to work, or small enough items they can carry their desires to be healthy dieting and healthy eating has become central to more lifestyles, with those who diet from a young snacks, like chocolate and crisps, the largest market is adults who are increasingly watching with them. without complexity, fitting age setting themselves up to be burdened by the dieting culture. This trend is set to continue in the what they eat, as they have become more aware of the content of food and the effect that it can London based brand Moma! are on a “mission to revolutionize breakfast on-the-go”. Their desire into their increasingly future, as the teens of today, and especially girls, are worried even more about their weight than the have on their overall health. is to banish bad breakfast habits, and give an complex lives and without alternative to consumers who grab an unhealthy previous generation. According to Andrew Hill, professor of medical psychology at the University In our increasingly busy lifestyles, consumers alternative because of the convenience. Their compromising on taste of Leeds, it is inevitable that teenagers today want a product they can just grab and go. products include Oatie Breakfasts which are a have a more acute sense of weight and body Many products are now on the market that try great source of slow releasing energy that “fills shape than previous generations had at the same to bridge the divide between a meal and a snack you up and keeps you going”, as well as Oatie age. “They are growing up in an environment – offering more functional benefits than a snack Shakes that are “ultimately a meal in a bottle”. where it is considered normal to exclude food”, like a chocolate bar, and more convenience said Professor Hill. than a meal. Moma! are available at stalls across London’s transport system, in key locations such as According to a recent survey in the UK by the The entire cereals bar market is now considered Euston, Charing Cross, and Waterloo Stations, Schools Health Education Unit teenage girls as a day-to-day snack option, and they are now allowing London’s daily commuters to pick up routinely skip up to two meals a day. Breakfast at home alongside traditional confectionary the healthy snack on route to work. In addition is the most common meal forfeited – 26% of in store. Whilst times are economically tough Moma! foods are also sold on Virgin flights. consumers are looking to treat themselves With breakfast occasions declining, brands No.41 34 | 35 ANTENNAE
  19. 19. One in five people are too busy to eat breakfast before they leave home in the morning (FDIN). In our increasingly busy lifestyles, 26% of 14 and 15 year-olds start the day consumers want a product they on an empty stomach. In addition 22% can just grab and go. Many miss lunch, and 10% eat just one meal each day products are now on the market that try to bridge the divide Cereal bars are worth £310 million between a meal and a snack – in the UK alone (FDIN) offering more functional benefits than a snack like a chocolate bar, The cereal bar market showed a 4% year-on-year growth (IRI) and more convenience than a meal Special K cereals have seen a 12% growth in the last year, thanks to finding the right balance between an are diversifying into the buoyant morning goods range by launching a new Vanilla Yogurt that trend towards healthy eating. Kellogg’s are Above left: indulgent treat and a healthy one (Sanjay Nature Valley category. Bread manufacturers are struggling, contains bite size pieces of Kit Kat. marketing their Special K Chocolatey Delight Nut Clusters Panchal, Kellogg’s Head of Marketing) and they have especially ventured into the wider beyond the morning as a post-dinner treat – bakery category. Earlier this year we wrote about Whilst Fazer’s confectionary may only be taking a something to satisfy consumers’ sweet teeth Warburrton’s snack range ‘Snackadoodle’, and small step to creating healthier snacks, McVitie’s without compromising their diets. However, this There are 836 ‘fans’ of the Facebook last year also saw Hovis launch branded muffins, have launched a range of biscuit and cereal product is still found in the cereal aisle and called page ‘Eating cereal in the afternoon crumpets, teacakes, and pancakes into a market bars that combine the taste of their digestive cereal, which in most consumers minds is still that has been dominated by own-branded biscuits with the goodness of cereals. Biscuits are synonymous with breakfast. products. Warburrtons, too, have seen growth seriously under-represented in ‘eat now’ fixtures, Many kids are purchasing unhealthy in sales of their crumpet range – moving from especially within convenience fixtures in grocery As consumers increasingly seek foods that meet snacks for breakfast en route to school. a seasonal product to an all year round option, outlets, and so are missing out on impulse their desires to be healthy without complexity, and have now also launched their own range purchases. Sarah Heynen, Marketing Director, fitting into their increasingly complex lives and Some 16% of the kids questioned of muffins. McVitie’s, commented that consumers love the without compromising on taste, we are witnessing said their parents handed over £2.22 on “fact that it is healthier than a chocolate bar, but a large number of new product introductions into average each day so they could buy their Earlier this year the premium tea brand Yogi more substantial and tasty than a cereal bar”. If stores. These products are disrupting existing breakfast on the way to school. (Opinion expanded their portfolio beyond drinks which the biscuit’s share of ‘eat now’ fixtures rose from categories and developing new ones. The brands Matters) offer to cleanse and into cereals that offer to 6% to 25%, the category could create an extra that will be successful are those that will be revitalize, rejuvenate, or energize. In the US they £286 million in sales, which is a huge opportunity able to convince consumers that their products have now launched Granola Crisps, allowing for retailers and brands alike (United Biscuits). are suitable for eating occasions other than consumers to add goodness to their day. This breakfast. In addition, brands that are diversifying unique product allows the consumer to eat All of these product releases are resulting in a into this developing category will have to align cereal-like flakes straight out of the bag, whilst highly competitive marketplace, in which healthful consumer perceptions with their new offerings. on-the-go, or pour into a bowl and have with milk. brands are also diversifying their offerings. The We are going to witness brands trying to convince original natural snacking brand, Nature Valley, consumers that cereals are not only for breakfast, As well as traditional morning food brands, we has developed a new line of on-the-go nutritional and other brands attempt to convince consumers are witnessing established snacking brands snacks made from granola called Granola that their products are more beneficial than the varying their offerings into products that are Nut Clusters. They’re bite size and come in a alternatives. perceived by consumers to have greater health resealable bag making, them more manageable benefits. Fazer Confectionary have launched to snack on, and less messy than the bar an innovative new variant of its wine gums. Tutti alternatives. As well as being perfect for snacking Frutti Yoghurt Splash has a liquid centre that on-the-go many consumers are mixing gives the taste of fresh fruit, offering a more them with yoghurt. healthful alternative to sugary sweets. Just this month we have also witnessed Nestle develop a Some brands have stretched their products even new treat for families, expanding its Kit Kat brand further to try and capture the large consumer No.41 36 | 37 ANTENNAE
  20. 20. graze For the last eighteen months Graze has been delivering boxes of healthy snacks through the post to consumers’ doors. Each delivery is made up of a combination of flavor varieties that are different each time surprising their customers every time they open a box. With a selection of over 150 different types of nutritional foods the consumer simply goes onto the website and tells them whether they like, love, would try them, or want to ‘bin’ them, ensuring that they always receive a combination that they would like. Graze’s unique business is proving a big hit with businessmen and women too busy to go to the shops, and after just six months they had over 15,000 subscribers, delivering over 80,000 boxes per month. The brand is continuing to grow through word of mouth and the utilization of social networking, as they link into consumers’ willingness to pay a premium for the convenience of having food sent to them with little effort or thought, whilst being ensured of the superior quality and the health benefits that they receive from ‘grazing’ rather then ‘snacking’. No.41 38 | 39 ANTENNAE
  21. 21. kellogg’s Last year, Kellogg’s tested a new cereal box that was shorter and deeper resulting in saving 8% packaging material, whilst still containing the same amount of cereal. It was tested for six months in Kroger and Wal-Mart stores in Detroit. This design not only helps save the environment but it is easier to store in cupboards, saves space in-store on shelves, and the 5% reduction in cubic space reduces transportation costs. In addition saving shelf-space allows them to present a wider variety of products, with Kellogg’s declaring the move to be “the most significant innovation” in cereal boxes in half a century. This year we can expect to see Kellogg’s roll out the new boxes globally, and with the change we are likely to see even more brands change their packaging to not only help save the environment, but also offer added value to the consumer whilst saving costs. No.41 40 | 41 ANTENNAE
  22. 22. lillipops iced soothies Nausea, heartburn and exhaustion are common symptoms of morning sickness and they can make it difficult to enjoy being pregnant. This illness sees expectant mothers vomiting many times a day, unable to eat and drink without being sick and can lead to nutrition issues for the mother and growing baby, severe weight loss and dehydration. Around eight out of ten British expectant mothers suffer from morning sickness and it effects women differently from case to case. Some may only feel mildly queasy when they wake up, where others have the severe reactions, which may even leave them hospitalized. To aid women suffering from these symptoms a new naturally flavored Ice Soothie has been released from Lillipops. Ice is the perfect substitute for treating pregnant women that struggle to keep their fluids down, and product testing shows they ease nausea and heartburn, alleviate dry mouth and help provide energy for expectant mums. They are now available from pharmacies throughout the UK, and the makers hope that women will keep them in their prenatal kit. There are five different subtle flavors as pregnant women have heightened taste buds. Each flavor has also been chosen for their benefits as remedies. Ginger, for example has traditionally been used to ease symptoms of nausea; camomile for its calming and relaxing properties; citrus fruits are refreshing; and mint is revitalizing and calming for the digestion. In addition, the creator has built a great story and brand around the products, helping other expectant mothers with advice online and sharing her story. The brand is even named after her daughter, Lilly, whom she was pregnant with when she first had the idea whilst suffering a bad case of morning sickness herself. The strategy of personalizing a brand is a growing trend, giving the brand authenticity and believability. No.41 42 | 43 ANTENNAE
  23. 23. NEwS NewEdge is a dynamic innovation consultancy This month we opened our new Chicago with a world-class team of strategists, trend office. NewEdge Chicago is being led by forecasters, researchers and designers. We bring Tim Hand who recently joined us from a fresh approach to growing business and brands Kraft. With more than 17 years CPG through upstream and downstream innovation. experience in strategic planning, brand marketing and category management we Our Antennae Trends team are continually believe that Tim is a great addition to our researching emerging design trends, ideas and already experienced team, and hope that creative thinking – from global product innovation the Chicago office will be a huge asset to through to changing consumer lifestyles. These the company as we look to build closer trends indicate how markets are being shaped in relationships with our clients globally. the future, giving us the ability to anticipate how consumers are likely to respond to future solutions. “I am very excited to be joining NewEdge, and to be heading up the new Chicago If you would like to know more about our innovation office. It is clear to me that innovation consultancy, our trends research, or if you would and meaningful differentiation is the key like to comment on anything you have read in this to success. I look forward to helping our issue, please email The Antennae team: clients achieve this and more”, Tim Hand No.41 44 | 45 ANTENNAE
  24. 24. N 41 ANTENNAE o TREND REPORT London Richmond Brewery Stores 18 Petersham Road Richmond London TW10 6UW UK T +44 (0)20 8439 8400 Richland 1350 Spaulding Ave Richland WA 99352 USA T +1 (509) 737 9900 W E Copyright © 2010 NewEdge Consulting Limited The entire content of this document, both physically and intellectually, remains the property of NewEdge Consulting Limited. Please apply to us for written permission required to copy, or amend, in full or part. Opinions, conclusions, and other information contained within are not necessarily expressed by NewEdge Consulting Limited. 48 | 48